近年來臺北市立動物園已成為臺北市重要教育與休閒的觀光景點。先前多篇研究指出有效旅遊景點管理必須專注於遊客服務體驗 (service experience) 的提升。因此，針對富有教育推廣功能之臺北市立動物園教育中心而言，如何提升遊客服務體驗滿意度已成為一急待解決的重要課題。首先，利用CIT (Critical Incident Technique) 關鍵事件法，本研究針對120名遊客進行教育中心服務缺口調查。經將不滿意關鍵事件分類後，本研究發現在三大服務體驗構面 (核心服務、人員服務及服務場域) 中，「服務場域」為最多不滿意服務體驗關鍵事件的構面，且主要服務缺口是「設計與標準缺口」。其次，經與教育中心人員討論後，本研究針對上述服務缺口提出一系列新服務設計 (例如，環境平面重新配置、互動性展版設計及飛行恐龍動畫介紹等)。然後，本研究再針對60名遊客進行新服務設計之體驗滿意度調查。本研究的主要發現有三：1) 相較於「原服務設計」，受測者對「新服務設計」之「物質體驗」、「認知體驗」、「自省體驗」、「社交體驗」及「整體滿意度」皆有較高滿意度；2) 無論先前有否參觀經驗，相較於「原服務設計」，受測者對「新服務設計」之「服務體驗」有較高滿意度；3)「自省體驗」與「社交體驗」對「整體滿意度」有顯著性正向影響，且「社交體驗」為主要影響因子。最後，期盼本研究所提出新服務設計能成為未來臺北市立動物園教育中心在發展服務設計時的重要參考依據。

In recent years, Taipei Zoo has become one of the most important scenic spots of education and recreation in Taipei. Past studies advocated that improving the tourist service experience could result in enhancing the effectiveness of tourism management. Therefore, how to increase the tourists’ experience satisfaction is a crucial issue for the Education Center educational of Taipei Zoo. First, this study employed the Critical Incident Technique (CIT) approach to investigate 120 visitors to discover the service gaps of the Education Center educational of Taipei Zoo. After classifying critical incidents found in a pilot study based on three service experience dimensions (core service, employee service and servicescape), this study found that servicescape is perceived by the visitors as the most dissatisfied service experience, and the design & standards gap is the main service gap. Secondly, to fill the service gaps in the pilot study, this study proposed new service designs (such as, the environment plane redeploy, interactive poster design and flight dinosaur animation). Then, the study interviewed 60 visitors through a constructed questionnaire to examine service experience satisfaction with new service designs. The major findings of this study are: 1) the degrees of “object experience,” “cognitive experience,” “introspective experience,” “social experience” and “overall” satisfaction of new service designs are higher than current service designs; 2) the degree of service experience satisfaction with new service designs is higher than current service designs, no matter whether visitors have visited the Education Center educational of Taipei Zoo before or not; 3) introspective and social experiences have significant and positive impacts on overall satisfaction, while social experience is the major factor. Finally, it is hoped that new service designs of this study could be a useful reference for the Education Center of Taipei Zoo on developing service design in the near future.

英文文獻
1. Babin, B. J. and Babin, L. (1999). Seeking something different? A model of schema typicality, consumer affect, purchase intentions and perceived shopping value, Journal of Business Research, 54, 89-96.
2. Baek, Y. K. and Layne, B. H. (1988). Color, graphic amd animation in a computer assisted learning tutorial lesson, Journal of Computer Based Instruction, 15(4), 131-135.
3. Bigne, E. J., Andreu, L., and Gnoth, J. (2004). The theme park experience: an analysis of pleasure, Tourism Management, 26(6), 833-844.
4. Bitner, M. J., Booms, B. M., and Tetreault, M. S. (1990). The service encounter: diagnosing favorable and unfavorable incidents, Journal of Marketing, 54(1), 71-85.
5. Bitner, M. J., Booms, B. H., and Mohr, L. A. (1994). Critical service encounters: the employee’s viewpoint, Journal of Marketing, 58(10), 95-106.
6. Bitner, M. J., Brown, S. W., and Neuter, M. L. (2000). Technology infusion in service encounter, Journal of the Academy of Marketing Science, 28(1), 138-149.
7. Bitner, M. J., Faranda, W. T., Hubbert, A. R., and Zeithaml, V. A. (1997). Customer contributions and roles in service delivery, Internation Journal of Service Industry Managament, 8(3), 193-205.
8. Bitner, M. J., Ostrom, A. L., and Morgan, F. N. (2007). Service blueprinting: a practical technique for service innovation, California Management Review, 50(3), 66-74.
9. Bitner, M. J., Zeithaml, V. A., & Gremler, D. D. (2010). Technology’s impact on the gaps model of service quality, Maglio, P.P., Kieliszewski, C. A., & Spohrer, J.C. (eds.): Handbook of Service Science New York: Springer, 24-37.
10. Cardozo, R. N. (1965). An experimental study of customer effort expectation and satisfaction, Journal of Marketing Research, 2(8), 244-249.
11. Chandon, J. L., Leo, P. Y., and Philippe, J. (1997). Service encounter dimensions - a dyadic perspective: measuring the dimensions of service encounters as perceived by customers and personnel, International Journal of Service Industry Management, 8 (1), 65-86.
12. Clarke, I. and Schmidt, R. A. (1995). Beyond the servicescape: the experience of place, Journal of Retailing and Consumer Services, 2(3), 149-162.
13. Czepiel, J. A. (1990). Service encounters and service relationships: implications for research, Journal of Business Research, 20(1), 13-21.
14. Dolen, W., Lemmink, J., Mattsson, J. and Rhoen, I. (2001). Affective consumer responses in service encounters: the emotional content in narratives of critical incidents, Journal of Economic Psychology, 22, 359-376.
15. Dwyer, L., Edwards, D., Mistilis, N., Roman, C., and Scott, N. (2009). Destination and enterprise management for a tourism future, Tourism Management, 30, 63-74.
16. Flanagan, J. C. (1954). The critical incident technique, Psychological bulletin, 51(4), 327-358.
17. Fornell, C. (1992). A national customer satisfaction barometer: the Swedish experience, Journal of Marketing, 55, 1-21.
18. Grace, D. and O’Cass. A. (2004). Examining service experiences and post-consumption evaluations, Journal of Services Marketing, 18(11), 450-461.
19. Grace, D. and O’Cass. A. (2005). Service branding: consumer verdicts on service brands, Journal of Retailing and Consumer Services, 12, 125-139.
20. Gremler, D. D. (2004). The critical incident technique in service research, Journal of service research, 7, 65-89.
21. Grove S. J. and Fisk R. P. (2007). The impact of other customers on service experience: a critical incident examination of “getting along”, Journal of Retailing, 73(1), 63-85.
22. Guiry, M. (1992). Consumer and employee roles in service encounter: cultural value-bases impression management guidelines for medical professional behavior, European Journal of Marketing, 30(9), 60-74.
23. Goldstein, S. M., Johnston, R., Duffy, J., and Rao, J. (2002). The service concept: the missing link in service design research? Journal of Operations Management, 20(2), 121-134.
24. Hunt, K. H. (1977). CS/D-Overview and future research direction, conceptualization and measurement of measurement of consumer satisfaction and dissatisfaction, Marketing Science Institute, 455-489.
25. Jo, B. M., Booms, B. H., and Tetreault, M. S. (1990). The service encounter: diagnosing favorable and unfavorable incidents, Journal of Marketing, 54(1), 71-84.
26. Jayasuriya, R. (1998). Measuring service quality in IT services: using service encounters to elicit quality dimensions, Journal of Professional Services Marketing, 10(1), 11-23.
27. Keith, C. and Belk, R. W. (1979). The effects of product involvement and task definition on anticipated consumer effort, Advances in Consumer Research, 6, 313-318.
28. Kotler, N. (1999). Delivering experience: Marketing the museum's full range of assets, Museum, 78, 30.
29. Krughoff, R. (1981). Service evaluation, Journal of Marketing, 60(4), 81-90.
30. Leask, A. (2010). Progress in visitor attraction research: towards more effective management, Tourism Management, 31, 155-166.
31. Lockwood and Andrew. (1994). Using service incidents to identify quality improvement points, International Journal of Contemporary Hospitality Management, 6(1), 75-80.
32. Matti, A. (2008). Project leadership in multi-project settings: findings from a critical incident study, International Journal of Project Management, 26, 338-347.
33. Mayer, R. E. and Andersom, R. B. (1992). The instructive animation: helping students build connections words and pictures in multimedia learning, Journal of Psychology, 82(4), 715-726.
34. McLaughlin, H. (1999). The pursuit of memory: Museums and the denial of the fulfilling sensory experience, Journal of Museum Education, 23(3), 10-21.
35. Meuter, M. L., Ostrom, A. L., Roundtree R. I., and Bitner, M. J. (2000). Self-service technologies: understanding customer satisfaction with technology-based service encounters, Journal of Marketing, 64(3), 50-64.
36. Mudie, P. and Pirrie, A. (2006). Services Marketing Management 3rd edition. UK: Butterworth-Heinemann.
37. Nyquist, J. D. and Booms, B. H. (1987). Measuring services values from the consumer perceptive, Add Value to Your Service, 13-16.
38. Oliver, R. L. (1981). Measurement and evaluation of satisfaction processes in retail settings, Journal of Retailing, 57 (3), 25-48.
39. Oliver, R. L., Rust, R. T., and Varki, S. (1997). Customer delight: foundations, findings, and managerial insight, Journal of Retailing, 73(3), 311-336.
40. Otto, J. E. and Ritchie, J. R. B. (1995). Exploring the quality of the service experience：a theoretical and empirical analysis, Advances in Services Marketing and Management：Research and practice, 4, 37-61.
41. Otto, J. E. and Ritchie, J. R. B. (1996). The service experience in tourism, Tourism Management, 17(3), 165-174.
42. Parasuraman, A., Zeithaml V. A., and Berry, L. L. (1985). A conceptual model of service quality and the implications for future research, Journal of Marketing, 49, 41-50.
43. Pekarik, A. J., Doering, Z. D., and Karns, D.A. (1999). Exploring satisfying experiences in museums, Curator: The Museum Journal, 42(2), 152-173.
44. Pine II, B. J. and Gilmore, J. H. (1999). The experience economy: work is theatre & every business a stage, Boston, Mass：Harvard Business School Press.
45. Raphaela, H. and Marc, S. (2006). The critical incident technique in knowledge management-related contexts, Ingenious People Knowledge, 1-18.
46. Rojas, C. and Camarero, C. (2007). Visitors’ experience, mood and satisfaction in a heritage context: evidence from an interpretation center, Tourism Management, 29, 525–537.
47. Shostack, G. L. (1985). Planning the service encounter, The Service Encounter: Managing Employee/Customer Interaction in Service Business, Czepiel, J. A., Solomon, M. R., and Suprenant, J. F. eds. MA: Lexington Books, 243-254.
48. Smith, A. K., Bolton, R. N., and Wagner, J. (1999). A model of customer satisfaction with service encounters involving failure and recovery, Journal of Marketing Research, 36(3), 356-372.
49. Solomon, M. R., Caro S., Czepiel, J. A., and Gutman E. G. (1985). A role theory perspective on dyadic interactions: the service encounter, Journal of Marketing, 49, 99-111.
50. Tan, A. R., Matzen, D., McAloone, T. C., and Evans, S. (2010). Strategies for designing and developing services for manufacturing firms, CIRP Journal of Manufacturing Science and Technology, (66)8, 1-8.
51. Tseng, M. M., Qinhai, M., and Su, C. J. (1999). Mapping customers’ service experience for operations improvement, Business Process Management Journal, 5(1), 50-64.
52. Yu, L. and Goulden, M. (2006). A comparative analysis of international tourists' satisfaction in Mongolia, Tourism Management, 27, 1331-1342.
53. Van Dijk, P. A., Smith L. D. G., and Cooper B. K. (2009). Are you for real? An evaluation of the relationship between emotional labor and visitor outcomes, Tourism Management, 1-7.
54. Viney, L. L. (1983). The assessment of psychological states through content analysis of verbal communication, Psychology & Marketing, 16(1), 51-68.
55. Vogel, C. M. (2009). Notes on the evolution of design thinking: a work in progress, Design Management Review, 20(2), 17-27.
56. Zeithaml, V. A., Bitner, M. J., and Gremler, D. D. (2006). Service marketing: integrating customer focus across the firm, 4th edition, McGraw-Hill, NY.

中文文獻

1. 王育英和梁曉鶯譯 (2000)。體驗行銷。原作：Schmitt, B. H.(1999)。台北：經典傳訊發行。
2. 中衛發展中心講師群譯 (2008)。創造老店品牌企業的體驗企業：與顧客接觸的設計管理。原作：長澤伸也 (2008)。臺北：中衛出版社。
3. 古永嘉和楊雪蘭譯 (2009)。企業研究方法。原作：Cooper, D. R.& Schindler P. S. (2009)。台北：華泰。
4. 林士彥 (2005)。非營利組織服務品質改善之研究：以品質屋決策輔助模式分析臺北市立動物園教育中心。博物館學季刊，第 19 卷，第 2 期，頁 64-84。
5. 何育綺 (2002)。臺北市立動物園公共關係之研究。國立臺灣大學碩士論文，未出版，台北市。
6. 徐慧 (2005)。遊憩特性對體驗品質、體驗滿意度與忠誠意圖之影響-以原住民生態旅遊部落「司馬庫斯」為例。輔仁大學碩士論文，未出版，台北市。
7. 黃慧珍 (2008)。博物館行銷實務:以國立自然科學博物館電子報發展為例。博物館學季刊，22(2)，79-95。
8. 黃鵬飛 譯 (2008)。服務行銷。原作：Zeithaml, V. A., Bitner, M. J., and Gremle, D. D. (2007)。台北：華泰文化事業公司。
9. 范碧珍和吳崑玉 (1999)。如何創造價值。突破雜誌，第 194 期，頁52。
10. 陳盈如 (2003)。店舖、網路與宅配之服務傳送品質。國立成功大學碩士論文，未出版，台南。
11. 陳慧君 (2007)。遊憩特性對體驗品質、體驗滿意度與忠誠意圖之影響-以原住民生態旅遊部落「司馬庫斯」為例。輔仁大學碩士論文，未出版，台北市。
12. 陳簾伃 (2004)。體驗品質對情緒、價值、體驗滿意度、承諾及行為意圖影響之研究-以台灣現代戲劇演出為例。輔仁大學碩士論文，未出版，台北市。
13. 陳覺 (2004)。服務產品設計。台北：揚智出版社。
14. 趙韶禾 (2001)。服務接觸滿意關鍵因素之研究-餐飲業之例。國立中山大學碩士論文，未出版，高雄市。
15. 廖俊儒 (2003)。職棒現場觀眾消費體驗要素對體驗滿意度與忠誠意願影響之研究。國立台灣師範大學博士論文，未出版，台北市。
網路文獻
1. Merriam-Webster (2011) Dictionary and Thesaurus-Merriam-Webster Online. Jun. 8, 2011, from http://www.merriam-webster.com/
2. 台北市政府 (2010)，台北市立動物園園區介紹，臺北市立動物園全球資訊網，2010年4月20日，取自︰http://www.zoo.gov.tw/
3. 維基百科 (2010)，台北市立動物園園區介紹，台灣維基百科，2010年4月20日，取自︰http://zh.wikipedia.org/zh-tw/
4. 維基百科 (2011)，問卷調查法介紹，台灣維基百科，2011年6月3日，取自︰http://zh.wikipedia.org/zh-tw/